Breakfast cereal giant on mission to root out disruptive plant-based innovations that support gut health

By Gill Hyslop contact

- Last updated on GMT

Research has provided a better understanding of the gut’s impact on our mental and physical wellbeing, which in turn, has an impact on the health of our planet. Pic: GettyImages/Tijana87 of the planet.
Research has provided a better understanding of the gut’s impact on our mental and physical wellbeing, which in turn, has an impact on the health of our planet. Pic: GettyImages/Tijana87 of the planet.

Related tags: Kellogg company, microbiome, Gut health, Future Food-Tech, eighteen94 Capital, plant-based, innovation hub

Kellogg Company has launched the Innovation Challenge, a collaborative initiative with Future Food-Tech, designed to give new talent in the industry a chance to shine on the virtual stage.

Personal health – as well as the health of the planet – has never been more important to the consumer and it all starts with food.

A mounting body of research has provided a better understanding of the gut’s impact on our mental and physical wellbeing. It also goes without saying that adopting a plant-based lifestyle is not only good for the body, but also for the world around us.

New plant fibres, valorised fibres from waste streams, prebiotics, postbiotics, fermented ingredients and new non-spore food stable probiotics all have the potential to improve the functioning of our guts, and thus in turn, our holistic health.

Wellness is a major area of focus for Kellogg, which holds the philosophy that the interconnected issues of health, hunger relief and climate resiliency drive positive change for people, communities and the planet. Through its plant-based foods, Kellogg’s mission is to propel growth through purpose – addressing food security and creating Better Days for three billion people by the end of 2030.

“Staying healthy is a priority for many of us now like it's never been before. And we know that good health – whether our own health or the health of our planet – begins with the choices we make about food,”​ said D’Anne Hayman, VP of Global Innovation and Nutrition at Kellogg.

With this in mind, Kellogg Company, its innovation hub eighteen94 Capital and Future Food-Tech are on the search for creative microbiome-based solutions​ that could deliver tangible value to consumers.

The trio are inviting startups to apply their entrepreneurial and scientific skills, and submit their ideas that detail how their technology could come to the fore in this area.

Submission​ deadline is 5 February, whereafter, the judges will select the most impactful ideas to move forward.

Hayman will be joined by Simon Burton, MD of eighteen94 Capital, to judge the finalist entries in a live virtual pitch event to be hosted during the live-streamed Future Food-Tech Summit in March. The summit is one of the biggest innovation conferences of the year, where innovators, global food brands, ingredient providers and investors come together virtually with the intention of growing ideas from concept to reality.

“As the original wellbeing company and one of the largest plant-based food companies, we’re excited to help make the best ideas out there a reality. No doubt, we're stronger together than any of us is alone,”​ added Hayman.

Finalists will pitch their concept to a global audience at 12:40 pm PT on 11 March 2021. The judges will select a winner and determine the most appropriate way to work together, depending on where the winner is in its innovation journey.

“We have a passion for identifying and investing in great ideas,”​ said Burton.

“We’re thrilled about the opportunity to seek out technologically-oriented, creative solutions for improving the health of the microbiome, and to help bring them to life.”

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